🎯 DBL2507_LDP_MODAL_ON_SRP

GAM Experiment Report | 2025-09-23 to 2025-10-11

Generated: October 14, 2025 at 01:06 PM

📋 Executive Summary

Analysis based on 1182 placements

Key Findings

Hypothesis: IF we load an LDP as a modal on top of the SRP THEN users will view more LDPs MEASURED BY page views Because Users have less visual friction to looking at more LDPs because of the SRP cards in the background. Other metrics must be tested as guardrails: uEFR (Leads, Media)

Variant Result: 4.3% drop in CTR. Revenue impact: $11,284. Statistically significant.

Variant2 Result: 4.5% drop in CTR. Revenue impact: $5,922. Statistically significant.

Control CTR
0.054%
188,558,698 impressions
Variant CTR Lift
-4.3%
182,710,400 impressions
Variant Revenue Impact
$-11,284
✓ Significant
Variant2 CTR Lift
-4.5%
184,306,733 impressions
Variant2 Revenue Impact
$-5,922
✓ Significant

Placement Summary - All Variants

Placement Control RevVariant RevVariant ImpactVariant Lift %Variant2 RevVariant2 ImpactVariant2 Lift %
LB1 > ALL > ALL > ALL > ALL [ALL] $45,747$47,794$+2,047+4.5%$48,386$+2,640+5.8%
INLINE1 > ALL > ALL > ALL > ALL [ALL] $29,866$26,339$-3,527-11.8%$26,308$-3,557-11.9%
TILE1 (PAID ONLY) > ALL > ALL > ALL > ALL [ALL] $35,026$33,227$-1,799-5.1%$33,347$-1,678-4.8%
TILE2 > ALL > ALL > ALL > ALL [ALL] $20,371$18,498$-1,873-9.2%$18,602$-1,769-8.7%
TILE3 > ALL > ALL > ALL > ALL [ALL] $19,393$17,980$-1,413-7.3%$18,062$-1,330-6.9%

📊 Detailed Placement Analysis (5 Selected Placements)

📍 LB1 > ALL > ALL > ALL > ALL [ALL]

LB1 > ALL > ALL > ALL > ALL [ALL]

Placement: LB1 > ALL > ALL > ALL > ALL [ALL]

Metric ControlVariantVariant Lift %Variant2Variant2 Lift %
Impressions23,167,02324,475,281+5.6%24,737,490+6.8%
Clicks5,2764,811-8.8%5,360+1.6%
CTR0.023%0.020%-13.7%0.022%-4.9%
Revenue$45,747$47,794+4.5%$48,386+5.8%
CPM$1.97$1.95-1.1%$1.96-0.9%
Viewability72.9%69.7%-4.4%73.0%+0.1%
Daily Performance Trends

📍 INLINE1 > ALL > ALL > ALL > ALL [ALL]

INLINE1 > ALL > ALL > ALL > ALL [ALL]

Placement: INLINE1 > ALL > ALL > ALL > ALL [ALL]

Metric ControlVariantVariant Lift %Variant2Variant2 Lift %
Impressions7,215,2456,284,363-12.9%6,278,857-13.0%
Clicks3,6653,889+6.1%3,971+8.3%
CTR0.051%0.062%+21.8%0.063%+24.5%
Revenue$29,866$26,339-11.8%$26,308-11.9%
CPM$4.14$4.19+1.3%$4.19+1.2%
Viewability60.7%68.9%+13.6%70.1%+15.6%
Daily Performance Trends

📍 TILE1 (PAID ONLY) > ALL > ALL > ALL > ALL [ALL]

Metric ControlVariantVariant Lift %Variant2Variant2 Lift %
Impressions16,347,17315,354,915-6.1%15,511,261-5.1%
Clicks7,1687,741+8.0%7,960+11.0%
CTR0.044%0.050%+15.0%0.051%+17.0%
Revenue$35,026$33,227-5.1%$33,347-4.8%
CPM$2.14$2.16+1.0%$2.15+0.3%
Viewability50.8%52.4%+3.0%53.1%+4.4%
Daily Performance Trends

📍 TILE2 > ALL > ALL > ALL > ALL [ALL]

TILE2 > ALL > ALL > ALL > ALL [ALL]

Placement: TILE2 > ALL > ALL > ALL > ALL [ALL]

Metric ControlVariantVariant Lift %Variant2Variant2 Lift %
Impressions9,594,8388,696,775-9.4%8,749,209-8.8%
Clicks3,7083,818+3.0%3,835+3.4%
CTR0.039%0.044%+13.6%0.044%+13.4%
Revenue$20,371$18,498-9.2%$18,602-8.7%
CPM$2.12$2.13+0.2%$2.13+0.1%
Viewability56.2%60.6%+7.7%60.9%+8.4%
Daily Performance Trends

📍 TILE3 > ALL > ALL > ALL > ALL [ALL]

TILE3 > ALL > ALL > ALL > ALL [ALL]

Placement: TILE3 > ALL > ALL > ALL > ALL [ALL]

Metric ControlVariantVariant Lift %Variant2Variant2 Lift %
Impressions7,286,3526,667,951-8.5%6,710,740-7.9%
Clicks2,4662,772+12.4%2,893+17.3%
CTR0.034%0.042%+22.8%0.043%+27.4%
Revenue$19,393$17,980-7.3%$18,062-6.9%
CPM$2.66$2.70+1.3%$2.69+1.1%
Viewability62.7%67.3%+7.3%67.6%+7.8%
Daily Performance Trends

Move.com Mortgage Analytics Team

Generated by Automated GAM Reporting System